Intention and adoption of mobile coupon among mobile phone users in Klang Valley

The arrival of mobile marketing communication has created a new method of sales promotion and advertising technique called mobile coupon. The main objective of this research is to examine the determinants of consumers’ intentions to subscribe mobile coupon and the consequence mobile coupon adoption by using Theory of Planned Behavior as the underpinning theory and perceived values, trust and perceived control are chosen as independent variables while consumer experience is selected as the moderator variable. The survey method is employed in the present study and sample consisted of 570 mobile coupon adopters between the ages of 15 - 49 years old located in Klang Valley. Data analysis involves descriptive analysis, factor analysis and multiple regression. Results indicated that 51.5 percent of consumers’ adoption to subscribe model coupon in contributed by the level of intention. It was also discovered that the level of consumers’ intention to subscribe mobile coupon service is at moderate level. Monetary factor has the highest influence on consumer intention to subscribe mobile coupon followed by emotional, convenient and trust factors. The result also indicated that consumer experience moderates the relationships between monetary and perceived control on consumers’ intention to subscribe mobile coupon. Finally, consumers’ intention to subscribe mobile coupon has significant effect on consumers’ adoption of mobile coupon. Based on the findings, implications to practice and academic research were offered. Limitations of the study and future research were all discusse

Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions

in pressThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.Peer reviewe

Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM

Artificial intelligence-enabled voice assistant services have received notable scholarly attention. Fashion retailers offer AI-based voice assistants to facilitate online shoppers. However, the consumer motivations to use digital voice assistants and their effect on the purchase intentions of online fashion shoppers are unexplored. To bridge this literature gap, this study presents a unique theoretical model grounded in the consumer innovativeness concept, broaden-and-built theory, and stimulus-organism-response model to explore the effect of motivated consumer innovativeness to use digital voice assistants on purchase intention and awe experience of online shoppers. The study used data collected from 538 users of digital voice assistants for online shopping of fashion products. Structural equation modeling analysis revealed that the functional, hedonic, social, and cognitive motivated consumer innovativeness for using voice assistants affects purchase intention and awe experience. Further, the awe experience mediates the relationship between motivated consumer innovativeness and purchase intention; and electronic word-of-mouth mediates the relationship between awe experience and purchase intention. The study theoretically contributes to the extant literature on consumer innovativeness, AI-based voice assistants, and fashion shopping. The findings offer insights to fashion retailers for improved use of voice assistants by online shoppers